Explanatory Videos in Marketing: Production, Types, and SEO Strategy
A 90-second explainer video can explain complex products in a way that a 10-page PDF cannot. Explanatory videos are the most widely used format in B2B marketing and on product pages—because people process visual information 60,000 times faster than text and retain 95% of a message from a video, but only 10% from reading.
What is an explainer video?
An explainer video is a short, animated or live-action video that explains a product, service, concept, or process in an easy-to-understand, often entertaining way. Explainer videos are typically 60–180 seconds long and have a clear structure: Problem → Solution → Call to Action.
- Websites with explainer videos have an 80% higher conversion rate (Wyzowl)
- 95% of the message is retained through video (vs. 10% through text)
- YouTube marketing with explainer videos generates 3 times more organic traffic
- 73% of B2B buyers watch explainer videos before making a purchase decision
The Main Types of Explanatory Videos
| Type | Suitable for | Cost |
|---|---|---|
| 2D Animation | Concepts, SaaS, Services | €1,500–8,000 |
| Whiteboard Animation | Processes, Step-by-Step | €800–3,000 |
| Screen Recording | Software, Apps, Tutorials | 200–800 € |
| Live-Action | Physical products, personal brands | €2,000–15,000 |
| Motion Graphics | Data, Statistics, Infographics | 2,000–10,000 € |
Production: The 5 Phases of an Explanatory Video
Phase 1: Write the script
The script is the most important element—not the production. A good explainer video script follows the “Problem-Agitation-Solution” (PAS) framework: Identify the target audience’s problem, amplify the pain by highlighting the consequences, and present your solution as a clear alternative. For a 90-second video, that’s about 200–230 words. Every word has to count.
Phase 2: Storyboard and Visual Planning
The storyboard visualizes what will be shown for each line of the script. This is especially important for animated explainer videos: Which characters, which settings, and which transitions? Content creation and production go much more smoothly with a detailed storyboard.
Phase 3: Voiceover
The voiceover artist accounts for 40% of an explainer video’s impact. Professional voiceover artists cost €150–500 per minute of audio—and it’s worth the investment. The voice must align with the brand identity: factual and professional for B2B, friendly and approachable for consumer products.
Phase 4: Animation or Filming
Animation takes 2–6 weeks, depending on its complexity. Live-action videos can be produced in 1–3 days of filming. Important: The finished video should be no longer than 90 seconds for top-of-funnel content. Product tutorials can be 3–7 minutes long, since users are actively looking for them.
Phase 5: Distribution and SEO
YouTube is the most important platform for explainer videos—as the second-largest search engine, explainer videos there generate organic search traffic. Content marketing that incorporates explainer videos on product pages increases time on page and lowers the bounce rate.
Optimizing Explanatory Videos for YouTube SEO
Explanatory videos on YouTube require the same attention to SEO as blog posts:
- Title: Main keyword within the first 3 words, max. 60 characters
- Description: 250+ words, keyword in the first 2 sentences, 3–5 secondary keywords
- Tags: 10–15 relevant tags; always include brand tags
- Thumbnail: 1280×720px, high-contrast text, human face increases CTR by 30%
- Captions: Uploading them manually improves the YouTube algorithm’s understanding
Where Explanatory Videos Are Used
In addition to YouTube marketing, explainer videos can be used on product pages of a website, in email marketing (which increases open rates by 19%), on LinkedIn for B2B marketing, in sales presentations, and as YouTube ads (pre-roll).
How long should an explainer video be?
60–90 seconds for awareness videos. 2–4 minutes for product explanations. 5–10 minutes for tutorials. The conversion rate drops significantly after 2 minutes—brevity is a virtue.
Do I have to have it animated, or can I do it myself?
Tools like Vyond, Animaker, Powtoon, or Canva let you create your own animations. For professional results, we recommend hiring an advertising agency or a specialized video production company, with prices ranging from €2,000 to €5,000.
In which languages should an explainer video be produced?
Minimum: German and English. For DACH brands, German is the priority. International growth requires localization—not just subtitles, but adapted voiceovers.
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